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Mars Inc.

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Mars Inc.
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EXECUTIVE SUMMARY………………………………………………………………. 1
DESCRIPTION.........................................................................................................2
ENVIRONMENTAL………………………………………………………………………3
2.1 Macro environment….……………………………………………………………….....
2.1.1. Demographic…………………………………………………………………….
2.1.2. Economic…………………………………………………………………………
2.1.3. Social-Culture……………………………………………………………….......
2.1.4. Nature……………………………………………………………………………..
2.1.5. Technological………………………………………………………………….….
2.1.6. Political-legal…………………........……………………………………………...

2.2 Micro environment…………………………………………………………………….... 2.2.1. Supplier…...…………………………………………………………………….… 2.2.2. Customer…………………………………………………………………………. 2.2.3. Competitor………………………………………………………………………..

MARKET SEGMENTATION………………………………………………………………4
CUSTOMER BEHAVIOUR………………………………………………………………...5
MARKETING MIX…………………………………………………………………………..6

RECOMMENDATION………………………………………………………………………7

CONCLUSION……………………………………………………………………………….8

REFERENCES………………....……………………………………………………….......9.

EXECUTIVE SUMMARY
DESCRIPTION
MARS Company operates in the food industry , spesifically in the chocolate and confectionery industry which will be discussed in this report . In Australia , the industry itself is quite strong and stable despiteof the economic situation that remains unstable , the level of disposable income has decreased , or in a high competition situation with imported snack products such as China’s and Japan’s . Recent market trend related to this sector is the high level of consumer awareness of calories , fat, and other factors related to health . Therefore, it encourages all companies in the industry to innovate their market products with features such as low fat , fat free , and other healthy types .
Barriers to entry in this market is relatively medium since funds required to start as a manufacturer is relatively medium. However , this industry


References: Trehan, M and Trehan, R. (2011).Government and Business. New Delhi: VK enterprises. p7-15. Gilmour, M. (September 11,2013). EXECUTIVE PERSPECTIVE: Taste of what’s to come: cocoa diversity for 50 million people globally. Available: http://sustainability.thomsonreuters.com/2013/09/11/taste-whats-come-cocoa-collaboration/. Last accessed 20/9/2013. Sena, M. (2013). Chocolate Industry Analysis 2013 – Cost &Trends.Available: http://www.franchisehelp.com/industry-reports/chocolate-industry-report. Last accessed 20/9/2013. Williams, T. (2013). Mars, Incorporated Wins 2013 Food Technology Industrial Achievement Award. Available: http://www.great-taste.net/tidbits-kudos/tidbits/mars-incorporated-wins-2013-food-technology-industrial-achievement-award/. Last accessed 20/9/2013. www.mars.com. 2010. New Agreement in Indonesia helps Cocoa Sector continue to Grow www.mars.com. 2012. Business Segments. [ONLINE] Available at : http://www.mars.com/global/about-mars/mars-pia/business-summaries.aspx Chris Pearson. (2010). Marketing Mix. Available: http://jurnal-sdm.blogspot.com/2010/01/konsep-bauran-pemasaran- marketing-mix.html# Euromonitor International. 2012. Mars Inc in Packaged Food. [ONLINE] Available at: http://www.euromonitor.com/mars-inc-in-packaged-food/report www.kitkat.weebly.com. 2012. KITKAT - Brand positioning. [ONLINE] Available at: http://breakwithkitkat.weebly.com/brand-positioning.html www.mars.com. 2012. Targets and Process. [ONLINE] Available at: http://www.mars.com/global/about-mars/mars-pia/targets-and-progress.aspx Bloomberg Business Week. 2010. The Chocolate Wars. [ONLINE] Available at: http://www.businessweek.com/magazine/content/10_04/b4164036499160.htm www.unc.edu. 2013. Milky Way - SWOT Analysis. [ONLINE] Available at: http://www.unc.edu/~refisher/swot.html www.ces.com. 2013. MARS - Products and brands. [ONLINE] Available at: https://www.marsfoodservices.com/products-brands/candy/dove.aspx www.IBISworld.com.au. 2013. Chocolate and Confectionery Manufacturing in Australia: Market Research Report Euromonitor International. 2013. Chocolate Confectionery in Australia. [ONLINE] Available at: http://www.euromonitor.com/chocolate-confectionery-in-australia/report Sophie Langley. 2013. Australia’s favourite chocolate bars, market research findings.
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